STOTT PILATES® Fitness Facilities Brochure

Whether your goal is to establish group exercise programs, set up a fully-equipped studio or train your staff in new fitness modalities-we go the distance to help you succeed. Our support staff will assist with everything from customized ROI analysis, training, equipment management and advice on staffing, marketing and studio layout so studios and clubs can successfully-and profitably-bring more mindful exercise to their members.

for Fitness Facilities
… whether your goal is to establish group
exercise programs, set up a fully-equipped
studio, or train your staff in new fitness
modalities — we go the distance to help
you succeed.
Committed to
responsible exercise for all.
The universal quest for longevity, an aging population, and the importance of combating
obesity are all factors driving people to seek long-term health and lifestyle solutions.
– Lindsay & Moira Merrithew, Cofounders, Merrithew Health & Fitness™
2
Millions of people worldwide are rejecting quick-fix diets and exercise fads in favor of responsible
lifestyle choices. But our lives are a lot more hectic than they once were — and therefore exercise
enthusiasts are looking for fitness facilities and boutique studios that cater to their every need.
People want to be engaged, inspired and provided with unique ways to fulfill their health,
fitness and wellness needs while at the same time experience convenience and enjoyment.
We provide the full solution
to fitness facilities and
studio owners.
For over 25 years, we have built our business on the
philosophy that effective and responsible exercise is the
foundation to a better lifestyle. Along with our dedicated
staff and brand ambassadors worldwide, we have been
committed to building high-caliber, multi-disciplinary
fitness brands for people of all ages, levels of fitness
and abilities — including STOTT PILATES®, ZEN•GA™,
Total Barre™ and CORE™ Athletic Conditioning &
Performance Training™ — all of which are used by studios,
health clubs and fitness facilities around the globe.
, we strive for excellence
At Merrithew Health & Fitness™
in everything we do. As a result, we have helped clubs
and studios of all sizes improve their facility’s offerings
by adding more mindful forms of exercise to their existing
programs — and by providing their staff with additional
ways to attract and retain clients.
From the creation of high-integrity fitness programs,
products and services — to designing and engineering
high-end fitness brands — our team of experts stay on
the cutting edge of development by continually evaluating,
enhancing and updating our education and equipment
offerings for commercial use worldwide. We also make
a concerted effort to only work with the highest quality
and finest manufacturing materials in the business.
We provide the full solution to fitness facilities and studio
owners. Club members and studio clients are exposed to
new and exciting forms of exercise; fitness instructors are
able to enhance their skills and career options; and owners
are realizing the potential for increased profit. It’s a winwin situation for everyone!
So whether your goal is to establish group exercise
programs, set up a fully-equipped studio, or train your
staff in new fitness modalities — we go the distance
to help you succeed.
Lindsay G. Merrithew has been the driving force behind the growth
, and its premium fitness brands.
of Merrithew Health & Fitness™
He has been at the forefront of equipment design and manufacturing
since the beginning, and continues to lead its innovative product
development today. Moira Merrithew is Executive Director, Education
and has played an integral role in the development and evolution
of the STOTT PILATES® method. Their ability to work in tandem has
been a key factor in the company’s success.
merri \mer-ē, me-r ē\ adj delightful + thew \thü, thyü\ n muscular power or development
3
“Participation in Yoga and Pilates is expected to
continue to increase, driven partly by the aging
population that demands low-impact forms of exercise
and seeks relief from arthritis and other ailments.”
— US Department of Labor
What are the benefits of Pilates?
Pilates is a mind-body workout that delivers profound body results while
restoring the mind regardless of age, gender or fitness level. It can enhance
athletic performance, improve postural problems, help prevent injury, relieve
stress, and increase balance and strength, all without strain on the joints.
Pilates is now more available and accessible worldwide. In fact, celebrities
and elite athletes have already discovered the positive results that this form
of exercise can provide to their lives. The prevailing theme is that Pilates exercise
and equipment has become much more mainstream than in years past. Pilates
programming has expanded into new markets in order to cater to more types
of exercisers including athletes, pre- and post-natal women, rehab clients,
active seniors and even teens.
Therefore not surprisingly, the business of Pilates is expected to increase
by an annual rate of 5% in the next five years to a staggering $8.3 billion*
dollar industry — creating an undeniably vibrant and growing revenue stream.
However, with the popularity and demand for Pilates continuing to grow steadily,
fitness facilities by and large have not caught up with the demand. Members are
seeking facilities that offer a large variety of health and fitness programs all in one
location and in some cases, spa and daycare amenities. Are you retaining clients
and attracting new members?
We know there are challenges in bringing Pilates to your facility — limited space,
lack of qualified instructors, and large pieces of equipment to name a few.
We have an entire team dedicated to helping you bring our world-class Pilates
brand, STOTT PILATES®, to your members so they stay longer. It’s easier and
more profitable than you think, and we’d love to work with you to help
differentiate your facility in a crowded marketplace.
4
*IBISWorld Consumer Report 2011
*IBISWorld consumer report 2011
5
Full Solutions
™
We’re experts at putting all the pieces together
for any size facility — large or small!
Partnering with the best.
Merrithew Health & Fitness™ is proud to celebrate over 25 years in the fitness industry. President & CEO
Lindsay Merrithew has been nominated twice for Ernst & Young’s Entrepreneur of the Year® award and is a fivetime recipient of PROFIT Magazine’s 100 Fastest-Growing Companies award. Since the company was founded in
1988, much has changed but one thing remains constant — the Merrithews’ commitment to helping studios and
fitness facilities be successful. As the company grows and diversifies, the Merrithews continue to broaden their
brand portfolio by introducing new and exciting forms of mindful exercise, based on their tried and true philosophy
that effective and responsible exercise is the foundation to a better lifestyle regardless of age or fitness level. As a
result, the company is able to offer a wide array of innovative, multi-disciplinary fitness brands to the marketplace.
Merrithew’s premier Pilates brand, STOTT PILATES®, is used by studios and fitness facilities worldwide. STOTT PILATES
is a contemporary approach to the original exercise method developed by Joseph Pilates — and is recognized as
The Professional’s Choice™ in fitness circles. Together, along with a team of physical therapists, sports medicine
and fitness professionals, Lindsay and Moira continue to refine and cultivate not only the STOTT PILATES exercise
repertoire, but the design and functionality of their high-end equipment line. Ongoing R&D results in the inclusion
of current and proven principles of exercise science and rehabilitation, making STOTT PILATES the safest and most
effective training method available. This clear and detailed approach forms the basis for all training and certification
programs, equipment design, workshops and innovative DVD programming.
6
Grace &
Agility
Ensuring your Pilates success.
Merrithew Health & Fitness™ Education Advisors bring decades of experience working with facilities of all sizes
around the world. They provide everything from customized ROI analysis, training, superior equipment, and advice
on staffing, marketing and studio layout so studios and clubs can successfully — and profitably — bring more mindful
exercise to their members.
We know that not all facilities are created equal. Common obstacles, like limited resources, space or budget
can seem like barriers to facilities that want to participate in mind-body fitness programs like Pilates.
Every facility’s needs are unique, so we can offer support with:
• A timeline customized for your business proposal
• A detailed ROI analysis to demonstrate how you can best profit from choosing our programs
• Effective ongoing marketing support and measurement, allowing you to fine-tune your business plan
along the way for maximum success
• Flexible, customizable solutions tailored to your unique situation
• Guidance through our easy and proven Five Steps to Success
7
5 steps to success
Implementing an exceptional STOTT PILATES program is easy —
we’ll help you every step of the way
®
Step 1: Hiring and Training Your Staff.
One of the most common challenges we hear from fitness facilities when they’re thinking about starting or
running a Pilates program is that they can’t find or keep quality instructors. Everyone knows that an excellent
instructor will keep your members coming back and word of mouth about their sessions will help attract
new members to your facility.
We believe that a deep and thorough knowledge of the fundamentals of Pilates is the key to creating
a great instructor. We also know that an exceptional Pilates instructor should not only be trained in the
exercise itself, but should be skilled at modifications for specific body types and fitness abilities by keeping
the programming fresh and providing effective cues to help keep clients motivated. This is why our training
is often referred to as “The Ivy League” of Pilates education — our detailed approach and decades of
experience training instructors is unrivalled.
8
Invest in Your Best.
Since well-educated, quality Pilates instructors are not always easy to find, you may want to consider identifying
qualified individuals such as dynamic group exercise instructors, educated personal trainers, dance instructors or
other potential candidates that would welcome a new career — and have them trained.
By providing your staff the opportunities to grow professionally you will see:
• higher instructor retention and satisfaction
• quality programming with all instructors teaching the same method and
sharing the same philosophy
• incremental revenue for your facility
• a new career path for fitness and dance professionals that is profitable for
both the instructor and the facility
Training options
STOTT PILATES® training and certification programs are available at more than 100 locations around the globe.
Courses are offered at our Corporate Training Center in Toronto, at selected Licensed Training Centers, and at
a variety of international hosting centers.
Train your staff at your location & become a Host Center
If a Training Center is not available in your area, our Hosting Program allows you to deliver our world-renowned
instructor training, certification courses and workshops on-site at your facility. You simply handle the course
registration, promote the course with our assistance — and the Education Sales team will do the rest. Instructors
welcome local training without expensive travel costs while you provide the opportunity for high-quality training
at a fraction of the regular cost. It’s a win-win situation!
For more information visit: merrithew.com/instructor-training/wheretotrain
9
“Once we made the decision to purchase Pilates equipment and education,
the Merrithew Health & Fitness team became instrumental in the success of
our studio opening. Helping to draw up plans for what equipment we would
need, they were always there with sound advice. Every time I call with questions,
an Education Advisor is always willing to spend time going over whatever
questions and concerns I have. Our studio has been open for one month
now and is tremendously successful. ”
— Maria Rigo, Group Fitness Director, Oak Brook Racquet & Fitness Club, Westmont, IL
Step 2: Space Planning.
Almost 40% of fitness facilities recently surveyed said that space issues can be a problem when determining
whether or not to start a Pilates program, and yet a designated Pilates studio can be established with as little
as 400-800 sq.ft or 38-75 sq.m. of space.
Finding the perfect space
It’s important to use your imagination when envisioning a STOTT PILATES® studio within a current facility — or if
starting up a business. With a new business, location is key, and we recommend you consult with a local commercial
realtor about demographics of your desired area. If you are adding a studio within a current facility — what about
an empty office space or utility area? Is there a racquetball court only used a few hours a day that could be
retrofitted to hold a 800 sq.ft. | 75 sq.m. Pilates “profit center”? By double-decking the court, your facility could
actually gain 1600 sq.ft. | 150 sq.m. of useable space.
A designated space for your Pilates program increases your revenue opportunity and gives you the ability to
offer private, semi-private, and group training throughout the day, without the interruption of sharing the space
with other programs.
Planning the perfect space
Now that you have identified a space for your STOTT PILATES program, we will help you design the perfect Pilates
studio and help determine the most suitable layout for your facility. We understand the importance of making
optimal use of space in new or existing fitness facilities and getting the most use out of a workout area while
avoiding over-crowding.
We will:
• explain the different types of studios you could establish; a full-service Pilates studio with all available
types of Pilates equipment or a Pilates Reformer studio
• advise how much equipment is required to meet your programming needs
• keep things realistic about what type of equipment can comfortably fit in your space
• assist you with an online interactive floor planning tool to help you visualize a variety of options
10
Sample 800 sq. ft. | 75 sq. m. Full Service Studio
40'
SMALL
BARREL
MAT
CONVERTER
MAT
CONVERTER
24" X 97"
REHAB
REFORMER
+FRAME
MAT
CONVERTER
30" X 97"
LADDER
BARREL
24" X 97"
PRO
REFORMER
STABILITY
CHAIR
SMALL
BARREL
PRO
REFORMER
MAT
CONVERTER
LADDER
BARREL
SMALL
BARREL
24" X 97"
STABILITY
CHAIR
PRO
REFORMER
20'
SMALL
BARREL
MAT
CONVERTER
CADILLAC
29" X 89"
(feet protrude 3.5" EACH)
STABILITY
CHAIR
24" X 97"
STABILITY
CHAIR
SMALL
BARREL
PRO
REFORMER
SMALL
BARREL
Studio set-up for multi-use
(private, semi-private, circuit training & teacher training)
These equipment pieces are to scale for a 20' x 40' floor plan.
Note that a minimum of 3' is required between items
!
We have great studio design tools
online! merrithew.com
Suggested equipment
Items with an * do not require floor space
4
5
5
5
1
Professional Reformers
*Reformer Boxes
*Jumpboards
Mat Converters
Rehab Reformers
1
4
2
6
Cadillac Trapeze Table
Split-Pedal Stability Chairs™
Ladder Barrels
Arc Barrels
2
6
6
6
Spine Correctors
*Fitness Circles®
*Flex-Bands®
pairs, *Toning Balls™
11
Precision &
Performance
12
The Merrithew seal represents our commitment and
guarantee to maintaining the highest standards for
superior design, education and craftsmanship.
Step 3: Selecting the Best Equipment to Meet Your Needs.
Craftsmanship, commitment & innovation
We pride ourselves on only using the highest quality and finest manufacturing materials in the industry. The result
is sleek, streamlined equipment that’s versatile, durable and engineered for maximum safety and effectiveness.
Once you have designated space to implement Pilates, we can help you choose equipment that is versatile and
offers maximum programming to keep your Pilates program fresh, challenging, and adaptable to your changing
members’ requests.
A smaller 400 sq. ft. studio can hold approximately 4 Professional Reformers™ so at the very least, you can offer
programming associated with this one essential piece of Pilates equipment. An 800 sq. ft. space can comfortably
accommodate a fully-equipped Pilates studio: 4 Reformers, 2 Cadillac Trapeze Tables, 4 Stability Chairs™, 2 Ladder
Barrels, and other accessories. This will allow room for 4-6 instructors to work simultaneously in the same space
while offering private, semi-private and group training — all new revenue for your facility.
13
Which Reformer is right for you?
Choosing just the right Reformer when there are so many compelling options can be
challenging. Your practice, your clients â&#x20AC;&#x201D; your potential clients, and your studio size all
need to be taken into consideration when making this critical purchase.
Rehab V2 Max Series
Intended for Rehab practices or any
studio that has a wider variety of clients.
Built higher off the ground for easier
mounts and dismounts, this Reformer
is designed for working with mobilitychallenged clients, as well as taller clients
who find the shorter machines too close
to the ground.
14
V2 Max Series
The V2 Max is higher off the ground
than the SPX, which offers easier
access for clients. A wider carriage at
24" accommodates larger body sizes.
Considered the ultimate professional
quality machine, this unit is ideal for
both boutique and in-club Pilates studios.
SPX Series
A great choice for studios where space
is at a premium (at only 128 lbs, multiple
units can be stacked away when not in use)
but professional quality and performance
is still needed. This model is lower to the
ground, with a narrower 22" frame to
accommodate multi-use facilities.
Cadillac • Trapeze Table
This ultra-sturdy, versatile unit offers
an extensive range of applications for
everyone from post-rehab clients to athletes
and everyone in between. Hundreds of
exercises can be performed while sitting,
kneeling, standing and
lying to work all muscle groups.
Stability Chair™
Compact and portable, the Stability Chair
suits individuals or group classes, and is ideal
for those who need to stay in a seated or
upright position. The smaller base of support
and dual pedals allow for bilateral, unilateral
and reciprocal movements to increase
intensity and overall balance.
Barrels
Essential for aligning and mobilizing the
spine, improving posture and developing
balance and control. We offer a wide
array of barrels to accommodate every
client’s needs.
Cardio-Tramp™ Rebounder
This innovative accessory board transforms
any STOTT PILATES® Reformer into a unique
Pilates cardiovascular machine.
Jumpboard with Cross-Bow™ Handles
The Jumpboard provides a firm, padded
jumping surface for increased plyometric
activity. For multiple programming options,
add the Cross-Bow — an adjustable handle
system that provides additional variety for
functional fitness movement.
Rotational Diskboard
Used for controlled internal and external
rotation. Also available with horizontal
and vertical mounting slots that allow
you to alter the location of the disks.
!
For more information about our
equipment, go to: merrithew.com
Accessories:
We also offer a high-quality assortment of accessories,
including mats, bands and balls — items used every day
in your club.
15
Body Awareness
16
Step 4: Ready, Set … Launch Your Pilates Business.
We recognize that a solid business plan and strong marketing program with fresh ideas
is the key to building a successful Pilates business. For that reason, we offer comprehensive
marketing support and business consulting to help you promote your STOTT PILATES
program in and around your facility to attract more members.
®
Business consulting
Our team will help you create an implementation plan to establish a successful and profitable
Pilates program at your facility. We will help you develop:
• timelines for the launch of your studio
• staffing schedules
• class/program schedules
• staff compensation models
• your programming options
• pricing based on market research and best practices
• realistic revenue potential templates that are reviewed and updated as each goal is achieved
Automated and Online Booking System
We recommend online business management software to help you with your appointment scheduling, staffing,
customer management and to quickly monitor your goals.
Instructor/Studio Finder
Once your instructors are certified, list your facility on our instructor and studio finder located on our website.
Press Releases
This is an alternative to advertising since third-party endorsement holds more weight with consumers. You can
position your facility as an industry leader and you/your staff as experts. Journalists like quotes from experts to
round out stories for article credibility. We provide press release templates to promote your STOTT PILATES studio
and programs, or create your own press releases with content from our news and articles.
For access to our news and articles content, visit: merrithew.com/aboutus/articles
17
Marketing Materials
Photos and Logos
A high-quality, professionally photographed library
of images and logos is available at merrithew.com
for use in your marketing materials.
Wall charts
These colorful wall charts
outline the repertoire for
our Matwork and Reformer
exercises. Each measures
27'' x 39''
Posters
Brighten your walls and inspire your friends and clients with our motivational posters â&#x20AC;&#x201D;
guaranteed to make your Pilates environment blissfully tranquil. Each measures 19'' x 33''
18
ent
l movem
mindfu
es its
range of
w so do
, as the
es to gro letes lookHowever
continu
ath
mming
ool-level
older
sch
to
progra
e
m
anc
e. Fro
perform
peoclient bas
e their
mobility,
improv
ain lost
lead
ing to
nt to reg
dality to
who wa
e of mo
s.
clients
this typ
dful live
seeking
and min
toward
ple are
re active
t look
mo
tha
er,
s
lation
healthi
ir health
g popu
ieve the
ach
to
Growin
rcise
ody exe
mind-b
include:
ess goals
L
and fitn
and NH
m NFL
n
ers – Fro
recreatio
e exercis
ners to
e
Elit
rywher
mud run
to
s
ers eve
athlete
veexercis
dful mo
players,
e
min
gu
t
lea
te tha
cantly
ing no
to signifi the
lity
are tak
abi
off of
has the
on and
e,
ment
gam
e their
improv
just
who are
field.
playing
to
– Those
goers
troduced
w gymd or rein d to mod Ne
introduce
with mil
e
being
exercis
uld begin
y
sho
od
fitness
and
. Mind-b
gentle,
workouts
h
te
ug
n
era
g, tho
ating tha
llengin
intimid
is cha
far less
ts or utien be
vy weigh
can oft
hea
that use
graphy.
classes
red
of choreo
on – Inju
lize a lot
to
abilitati
nt
reh
wa
stically
red/po
nts typ
al,
Inju
to norm
ehab clie
return
or post-r
n and
els of
functio
vious lev
restore
and pre
ivities
act
ly
dai
nts
-natal clie
nality.
pre
ctio
ny
fun
to limit
atal – Ma
gnancy
/post-n
ive pre
tion
Pre
in an act
in preven
engage
gain, aid
rove
weight
and imp
betes
maternal
as
dia
ere
l
wh
g
tationa
of ges
well-bein
AN
evell
red
AS
ica
to
log
want
ERCISE
psycho
nts often
r.
DY EX
AM
clie
floo
l
RE
t
-BO
vic
E ST
haven’
post-nata
the pel
MIND
VENU
category
s who
olungth of
RE
s
rev
ner
D
y
stre
Thi
ow
od
–
op the
ADDE
and
vement
mind-b
mised
ht/obese
nagers
world
dful mo
anding
compro
erweig
this luhe min
Club ma adding or exp
upon the
erience
Ov
e
out on
stress in
dawned
to exp
exercis
ered
itional
missing
boution has
n.
tends
consid
of add
d-body
gs are
wth of
of motio
a result
ed gro
ess. Min
a
m offerin
a recesrange
of fitn
continu
joints as
to
Americ
progra
lf to be
limited
North
tinues
nd. The
llar inven itse
n to a
tive tre
ns on
es across
phic con suitable
has pro
illion do
additio
tio
cra
iliti
gra
op
lti-b
r
fac
ting
f, mu
demo
ess
for
h greate
accoun
sion-proo
s. Keep
As this
tique fitn
demand
ers wit
llar
a alone
the
rcis
do
l
dy
yog
wil
exe
ess
2013 stu
ding
tes and
grow so
to
provides
their fitn
ing to a
ns.
d of sen
ncy
est
with Pila
tio
ord
the
de
tea
inv
,
try
op
acc
ins
ten
e
to
dus
a
ually,
a decade
exercis
where
r facility
t the pro
– With
le inion ann
re
span of
s to ge
nts in you
for $7 bill
disposab
e aging
has mo
Over the
d studio
your clie
els of
Pilates
phic
Activ
World.
ncticing
her lev
specialize king for.
demogra
from IBIS
has qui
ers
ple pra
have hig
nthem to
of this
exercis
of yogis
of peo
y’re loo
t, functio
d-body
number
members
ing the
e,
forms of
number
pac
r
e,
min
the
vat
mm
-im
we
of
pri
com
gra
r
low
that
for
led and
erica. Ne
numbe
k out
ering
training
demand
than trip
As the
ally ent
North Am
For exoften see one-on-one
es the
ier.
across
continu
ining.
e
, so do
ies eas
tupled
n.
and
up tra
rcise are
al, privat
increases
y activit
private
and gro
id adoptio
ody exe
day-to-da
rivate
ess, bio
offering
mind-b
ning rap
makes
semi-p
generate
cial fitn
studio
and gai
into
t
fas
tes
can
ent
rke
as
ess
vem
fitn
a Pila
ining
the ma
es such
0 to
y
dful mo
ctional
mer tra
ample,
practic
m $70,00
ting min
who ma
ent, fun
up Refor
g are
Newer
ging fro
integra
class
clients
movem
w
ht trainin
small gro
enue ran
on the
nics of
ility no
By simply , prospective
dyweig
tion.
nal rev
mecha
pending
your fac
connec
rated bo
dio
a
offered.
additio
e-integ
ually, de
rlooked
your stu
rkd-body
coming
training
ove
ann
wo
be
min
of
00
ise
re
and cor
er
y
par
bar
erw
$215,0
consid
quenc
s of
t four
ting the
nds like
have oth
their
son to
and fre
with jus
principle
to
rea
ty
incorpora
ns
ess tre
can
nt
aci
The
sio
fitn
new
e
cap
up ses
pular
l eleme
schedule
classes.
ms hav
have a
taking
g 10 gro
Even po
progra
y class
a mindfu
y
or
din
ekl
ing
h
od
er
Ad
we
r
d-b
add
nth.
ess wit
memb
your
to you
per mo
outs are
other min instream fitn
wth, is
pants
000
.
and
tici
gro
$6,
ent
ing
tes
ma
nal
ady
mm
Pila
this
intellig
y into
additio
yet ste
progra
ize on
of an
their wa
net an
losive,
capital
rcise.
R
ology
found
With exp prepared to
ng ide
Adding
NT FO
ms of exe
iasts?
VEME
overarchi roach to all for
ility
hus
fac
MO
the
ent
L
gym
e
g
as
fitness
dful app
exercis
MINDFU ERCISER
an existin
rceived
nt of
and min
ing to
EX
to be pe
increase
segme
ers.
gramm
EVERY exercise used
way to
exercis
ody pro
, atody
n’ set of
xpensive
mind-b
retention
Mind-b
more ‘ze
is an ine
member
for the
training
or studio
ngthen
reserved
vide new
e, stre
and pro
revenu
nts
clie
ff.
tract new
your sta
nities for
opportu
T 2014
Y-AUGUS
OM | JUL
IT-PRO.C
| WWW.F
FIT
R PROd-body
U
O
Y
in
for m
MIND
unities
port
ner
ing op
y Gard
Expand ters By Sand
n
profit ce
T
Exclusive Articles
We offer a selection of well-written,
comprehensive articles of various facets
of this popular form of exercise that you
can distribute to your clients.
16
Digital Marketing.
We recommend you set up or optimize your website and social media channels.
Website Optimization
Search Engine Optimization (SEO) is a tool that ‘optimizes’ website content to achieve a higher ranking in
search results, by incorporating specific keywords or links associated with the website.
Once your website is optimized you will want to drive traffic to your site and convert those visitors into solid
leads through Search Engine Marketing (SEM) — which is a form of internet marketing that promotes websites
by increasing their visibility on search engine results pages through the use of paid advertisements.
Newsletters & Blogs
Many businesses use e-newsletters and blogs to complement their Web presence. Facilities may want to send
electronic newsletters and/or start a blog to regularly communicate with members. These are excellent ways
to promote your facility or studio and position your instructors as experts.
Email Marketing
Email marketing is an efficient and cost-effective form of direct marketing. You can acquire new clients and
build loyalty and engagement among existing clients through measurable email campaigns.
Social Media
The roadmap for a successful business-to-consumer social media strategy starts with understanding the full value
that these free online vehicles can offer your broader customer engagement strategy.
According to a 2011 report by global management consulting firm Bain & Company, customers who engage with
companies over social media spend 20-40% more money with those companies than other customers. Social media
can help fitness facilities create value by:
• Generating awareness at a fraction of the cost of traditional advertising and enable hyper-targeted marketing
• Prompting trials with daily and increasingly real-time, location-based promotions
• Building community and affinity through engagement, earning greater loyalty, spending and referrals
19
Mindful Movement
Step 5: Measuring Your Success.
Today, club executives and studio owners want to see the monetary value of new programs brought into their facility.
This means they require a dollar value placed on the benefits of these programs — not just feedback that participants
believe the programs to be beneficial or that they enjoyed them. They want proof that the new program is
benefitting the organization in a positive manner.
As a result, launching a STOTT PILATES® program within your facility is not complete until you monitor your
Return on Investment (ROI). Through our business and marketing consulting services, the Merrithew Health & Fitness™
Full Solutions™ team will not only help you establish a successful and profitable Pilates program at your facility, but
we will also assess how your Pilates program is impacting client retention and influencing the overall growth of your
business. Automated and online booking systems assist with measuring your success.
20
Sample Revenues for a Designated Pilates Studio.
800 sq.ft. | 75 sq. m. studio [fully equipped]
Key Assumptions* within 1st year of implementation of STOTT PILATES program:
• Based on 6 instructors averaging 20 billable hours each a week
• Instructor compensation at approximately 50% of gross revenue
• Model is based on complementary Group Matwork Class scenario with
anticipated progression to fee-based Pilates equipment classes
CLASS TYPE
NUMBER OF PARTICIPANTS
SESSIONS PER WEEK
COST PER PERSON
WEEKLY REVENUE
Private
1
60
$50
$3,000
Semi-Private
2
20
$35
$1,400
Group Reformer
4
18
$25
$1,800
98
TOTALS PER WEEK
$6,200
Annual Revenue (50 weeks)
Annual Instructor Fees
Annual Net Profit
Gross Profit per Week
$310,000
$155,000
$155,000
$3,100
*based on The Claremont Club Actuals
500 sq.ft. | 38 sq. m. Reformer studio
Key Assumptions* within 1st year of implementation of STOTT PILATES program:
• Based on 6 instructors averaging 10 billable hours each a week
• Instructor compensation at approximately 50% of gross revenue
CLASS TYPE
NUMBER OF PARTICIPANTS
SESSIONS PER WEEK
COST PER PERSON
WEEKLY REVENUE
Private
1
35
$50
$1,750
Semi-Private
2
15
$35
$1,050
Group Reformer
4
10
$25
$1,000
TOTALS PER WEEK
60
$3,800
Annual Revenue (50 weeks)
Annual Instructor Fees
Annual Net Profit
Gross Profit per Week
$190,000
$95,000
$95,000
$1,900
21
“The greatest wealth is health.”
— Virgil
22
For more information about Full Solutionsâ&#x201E;˘ visit:
merrithew.com/fullsolutions
Merrithew Health & Fitness™
2200 Yonge Street, Suite 500
Toronto, Ontario, Canada M4S 2C6
416.482.4050 | 1.800.910.0001 | 0800 328 5676
™/® Trademark or Registered Trademark of Merrithew Corporation, used under license.
All rights reserved. US Patent No. 7857736, and other US and foreign patents pending.
M-MK-00726